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Ucb Brand Performanace PDF
Ucb Brand Performanace PDF
OF BENETTON.
BRAND PERFORMANCE
Products Clothing
Shoes
Bags
Accessories
Owner Edizione
BRAND EQUITY MODEL
In the Brand Equity Model, David A. Aaker identifies five brand equity components:
•Brand loyalty
•Brand awareness
•Perceived quality
•Brand associations
•Other proprietary assets
Aaker defines brand equity as the set of brand assets and liabilities linked to the brand - its name and
symbols - that add value to, or subtract value from, a product or service. These assets include brand loyalty,
name awareness, perceived quality and associations.
BRAND LOYALTY
It refers to the degree to which a consumer consistently purchases the same brand within a product class or
otherwise. It also shows how much of your sales are assured sales.
In this case, the respondents’ view was that The results show that maximum no. of respondents
even if the other brands lower their prices, they were willing to delay their purchase in case of UCB
would still stick to UCB (12 out of 30). The (17 out of 30; 57%). Levis stood second with 13 out
second was Levis with 9 respondents out of 30 of 30 respondents (43%).
supporting it.
Brand Loyalty is a function of trust.
Levis Is the most trusted brand (27%). UCB stood second with 17% respondents supporting it. Others
category included all the other brands which scored approx 33%.
If we summarize the Loyalty factor, UCB is the leader in the 2 out of 3 questions. Thus, we can infer that
UCB is the most loyal brand among all the 5 brands.
BRAND AWARENESS
Brand Awareness is the extent to which a brand is known among the public. One of the components of
Branding is Visibility and Brand Awareness is a factor of visibility and recall. Brand Awareness helps in
knowing the familiarity & liking towards a brand by means of logo, name, advertisement, etc. Consumers
with a positive attitude towards a brand will talk about it more and spread brand awareness. It also helps
to know which brand to be considered during the purchasing process (i.e. to what extent does the brand
form a part of the evoked set of brands in a consumers’ mind)
Logo/picture
The awareness was the highest in case of
Pepe Jeans (almost 87% of the respondents
were able to identify the Pepe Jeans logo).
Levis & Reebok stood a close second. The
awareness of UCB is a bit less (almost
67%) when compared to other brands
probably because of the visibility factor.
UCB has high brand recall in the T-
shirts and casual shirts as compared to
other brands but in the jeans category,
Levis is the clear leader with 60% of
the respondents recalling it. UCB has
denim line also but none of the
respondents were able to recall this.
This shows that they are not equally
competent in all the segments and
knowledge about its complete product
line is low.
PERCEIVED QUALITY
The extent to which a brand is considered to provide good quality products is known as Perceived
Quality. Perceived quality is high when the quality offered by the product/ brand is a reason to buy it.
Level of differentiation, pricing & availability are the functions of Perceived Quality. Perceived Quality
is also a function of the Line/Brand extensions.
0
ucb spyker levis reebok pepe jeans
Series 1
BRAND ASSOCIATION
The degree to which a specific product/service is recognized within its product or
service category.
• The above graph we can see that 40% of the respondents
want to be associated with Levis. UCB stood second with
ASSOCIATION WITH 37% respondents wanting to be associated with it. This
BRANDS was followed by Reebok, Pepe Jeans and Spykar with
Reebok ucb levis pepe jeans spyker 13%, 7% & 3% respectively.
7%
3%
13%
• The reasons the respondents chose UCB was majorly
because it had Variety and was perceived to be classy. On
the other hand Levis was chosen because of Comfort and
variety as the top two reasons.
United Color Benetton offers high quality clothing at affordable prices for
their customers.
For Everyone, Worldwide
Imagery
The consumer think the United Color Benetton is the brand for
everyone in the worldwide.
-Differentiation
- Energy
- Relevance
- Esteem
- Knowledge
DIFFERENTIATION
ESTEEM
It measures how well the brand is regarded
and respected.
- Benetton has huge fan following with over 5.5
million likes on its Facebook page.
- It is considered as a premium brand and is liked by teens,
youth and even by people in corporate world.
KNOWLEDGE
• Their price wars with other brands in similar segments. They explore the unexplored markets. They
are young designers and well developed collections. Online retail is gaining a lot of importance that
helps UCB to explore them.
CONCLUSION
• United Colors of Benetton as a brand is one which depends heavily on its marketing
activities.
• It is very aggressive in marketing support there by influencing customers to purchase
its products.
• The brand does not enjoy loyalty if these promotional activities are stopped even
though the brand relevance is high.
• Around 62% people consider that their own rules is their fashion statement. A very
large majority think that UCB is a brand for the young and the adults.
• People say it is a mid-range brand, is not too expensive its competitor men's wear is
opted by many UCB's specialty. It’s unique selling product (USP) is considered as its
attractiveness and catchiness by a majority of the people. At last we came to this
conclusion that UCB is a renowned brand in India and is one of the leading ones., " IT
IS A BRAND DRIVEN DESIGN,NOT A DESIGN DRIVEN BRAND". This clearly
says, UCB is highly known for its brand more than its products.
THANK YOU